Pets’ Broward is a non-profit organization whose mission is to create a community that no longer kills adoptable shelter pets. I’ve been part of their journey since the non-profit was formed in 2013, helping with branding, social strategies, fundraising, and event management. We have achieved many victories together by collaborating with other rescues, veterinary clinics, training facilities, and the high-kill shelters.
CHANNELS USED: Email, Direct Mail, Social, and Website.
FROM THE CLIENT: Schirka, we got the grant!! They gave us $***k to continue our efforts! Thank you so much for putting the request together and for everything you’ve done for the past 7 years! We couldn’t have done it without you! - Meredith Bruder, Pets’ Broward
Improving our community through life-saving programs and events.
You Spay, We Pay. A low-income focus effort to end pet overpopulation
With spay and Neuter as the #1 focus to fixing the overpopulation issue, we created a program called You Spay, We Pay offering free sterilization surgeries to pet owners in the highest shelter intake zip code in Broward County. We educated pet owners about the benefits of fixing their pets through street banners, EDDM, paid local social campaigns, and local partnerships.
In 2-months, the campaign sponsored over 1,500 Spay/Neuter surgeries in the Redlands area of Miami. This was such a success that Pets’ Broward decided to make the program permanent.
Real-life exposure and a needed break from the shelter life.
Lunch Buddies is a program that we created for the Broward County Shelter, where residents take a shelter dog to lunch giving the dog great out-of-shelter, real-life exposure and a much-needed break from high-stress shelter life. The shelter eventually took over, and they currently have their own Instagram page @lunchbuddiesbroward, promoting shelter and foster dogs with live feeds, interviews, and individual posts.
This was the most popular shelter program and MANY dogs were adopted! I created branding, promotional materials, manuals, signage, and collateral to take with the dog while on the program like messenger bags, bandanas, t-shirts for the volunteers, and more.
Saint Pawticks’ Day was a yearly adoption and fundraising event from 2015 - 2018. Besides art directing and design, I was in charge of planning and managing the event, which included vendors, rescues, adoptable pets, dog fashion show, and press presence.
Forever Friends is a shelter program to promote the longest residents and boost their chances of being adopted. We created a comprehensive social campaign, dog-specific hashtags to follow their story, photo and video sessions in the shelter, and very much needed exposure.
From thought-provoking to blunt and direct.
Different goals require different tones and levels of exposure. With the “Kill this dog” campaign, we needed the Humane Society director to change his ways, so after putting a lot of pressure through exposure and unconventional campaigns, he resigned from his position.
With campaigns like Choose No Balls, we were promoting spay and neuter in an unconventional and creative way that would stand out during the last election.